HEADLINES THIS WEEK:
– MAJOR MARKETING PUSH FOR STOWFORD PRESS
– DOMESTOS AND UNILEVER REUNITE WITH UNICEF
– CBL DRINKS EXTENDS 1870 MIXER RANGE
– TANGO RETURNS TO TV SCREENS
STOWFORD PRESS LAUNCHES ‘EFFORTLESSLY REFRESHING’ CAMPAIGN
Westons Cider has unveiled a new above-the-line creative campaign that aims to reinforce Stowford Press’s premium credentials and its ‘true British character’.
The ‘Effortlessly Refreshing’ advertising campaign incorporates a range of four creatives and represents the brand’s largest ever investment in outdoor media.
The £2.5 million investment includes six, 48 and 96-sheet advertising sites, as well as a heavyweight London Underground cross-track campaign during the Ashes.
The campaign will be supported in on-trade outlets, with new premium-branded glassware available in both pint and half-pint sizes from the end of June.
Meanwhile, the brand will also benefit from a new social media initiative, to promote its status as the Official Cider of England Cricket.
Launching ahead of the Ashes in September, the ‘Message on a Bottle’ campaign offers consumers the chance to win tickets to watch the cricket test series by engaging with the brand via a Facebook app, which is being hosted on the Stowford Press page.
Tel: Westons Cider (01531) 660233
BUY DOMESTOS AND HELP CHANGE A LIFE
Domestos and the Unilever Foundation have teamed up with Unicef for a second year running to bring improved access to basic sanitation to millions of people across the world.
Running until 30 September 2015, Unilever is giving shoppers the chance to contribute to Unicef’s sanitation programme by donating 3p from the sale of every 750ml Domestos bleach variant.
Consumers will easily be able to distinguish the specially designed packs on-shelf thanks to a red flash highlighting the partnership. The on-pack promotion, which is backed by a digital campaign, contributed to a sales uplift of 6% for the UK’s leading toilet and bleach brand in 2014, according to Unilever.
Trang Pham, brand manager for Domestos at Unilever UK, commented: “We are committed to helping 25 million people gain improved access to a toilet by 2020, as part of the Unilever Sustainable Living Plan.
“The partnership with Unicef will help us reach our target as we continue to educate people about the impact of poor sanitation and hygiene on the health of children around the world.”
Tel: Unilever (0800) 731 1597
CBL DRINKS UNVEILS SMALLER BOTTLE FORMAT
Soft drinks manufacturer, bottler and distributor, CBL Drinks has introduced a 500ml PET bottle format, as part of its 1870 mixer range.
The range, which previously only consisted of Tonic Water and Soda Water in a one-litre bottle format, has now been extended to include four 500ml variants. These are Soda Water, Tonic Water, Ginger Beer and Lime & Soda.
The range, which is packaged in cases of 12, can be sold individually at retail for future consumption or for on-the-go consumers as an alternative to high-sugar carbonated drinks.
Tel: CBL Drinks (0191) 516 3300
DIGITAL PUSH FOR TANGO
Britvic Soft Drinks has announced a new multi-million pound marketing campaign for Tango.
Spearheaded by a TV advertising campaign, which debuted on 23 May, the activity aims to reinforce the message that ‘Tango is back!’ and features a fully-integrated digital element.
The creative will be shared via video on demand and will also be complemented by a social media campaign on Facebook, Twitter and YouTube.
Britvic reports that sales across the Tango portfolio grew by 2.6% in the year to 11 April 2015. The brand is also outperforming the fruit carbonates category by 6.1% (Nielsen).
Tel: Britvic Soft Drinks (0845) 758 1781Published Date: June 5, 2015